본문 바로가기
KERD
논문KCI 등재

Toward Nation Branding Systems: Evidence from Brand Korea Development

1

조회

0

다운로드

3

인용

0

참고문헌

키워드

주제분류정치외교학

초록

This paper offers an integrated view of nation branding on the competitiveness of the country. Nation branding research has evolved through multidimensional contexts, lying on a continuum with ‘the local’ at the one end and ‘the global’ at the other. Despite ample evidence showing the great necessity of conceptual clarity of nation branding, there has been little challenge to theoretical convergence of nation branding. Particularly emphasizing the brand Korea development from the 1960s to the 1990s, our paper corroborates the conceptual evidence of nation branding and provides an understanding about the legitimate role of nation branding to international and area studies.

Abstract

This paper offers an integrated view of nation branding on the competitiveness of the country. Nation branding research has evolved through multidimensional contexts, lying on a continuum with ‘the local’ at the one end and ‘the global’ at the other. Despite ample evidence showing the great necessity of conceptual clarity of nation branding, there has been little challenge to theoretical convergence of nation branding. Particularly emphasizing the brand Korea development from the 1960s to the 1990s, our paper corroborates the conceptual evidence of nation branding and provides an understanding about the legitimate role of nation branding to international and area studies.

참고문헌 (54)

  1. Amine, Lyn S, "Managing Country Image to Long-term Advantage: the case of Taiwan and Acer", Place Branding, 1(2), pp.187~204 (2005)
  2. Anholt, Simon, "Competitive Identity" (2007), Palgrave Macmillan
  3. Anholt, Simon, "Some important distinctions in place branding", Place Branding, 1(2), pp.116~121 (2005)
  4. Anholt, Simon, "Brand New Justice: The Upside of Global Branding" (2003), Butterworth-Heinemann
  5. Arvidsson, Adam, "Brand Value", Journal of Brand Management, 13(3), pp.188~192 (2006)
  6. Bilkey, Warren J, "Country of Origin Effects on Product Evaluations", Journal of International Business Studies, 13, pp.89~99 (1982)
  7. Bond, Patrick, "Debates in Local Economic Development Policy and Practice, In Local Economic Development in the Developing World", pp.57~74 (2005), Transaction Publishers
  8. Buckley, Peter J, "Measures of International Competitiveness: a critical survey", Journal of Marketing Management, 4(2), pp.175~200 (1988)
  9. Burmann, Christoph, "Building Brand Commitment: a behavioural approach to internal brand management", Journal of Brand Management, 12(4), pp.279~300 (2005)
  10. Cai, Liping A, "Cooperative Branding for Rural Destination", Annals of Tourism Research, 29(3), pp.720~742 (2002)
  11. Day, George S, "Assessing Advantage: a framework for diagnosing competitive superiority", Journal of Marketing, 52, pp.1~20 (1988)
  12. De Chernatony, Leslie, "A Model for Strategically Building Brands", Journal of Brand Management, 9(1), pp.32~44 (2001)
  13. Dinnie, Keith, "Nation Branding and Integrated Marketing Communications: an ASEAN perspective", International Marketing Review, 27(4), pp.388~403 (2010)
  14. Dinnie, Keith, "Nation Branding: concepts, issues, practice" (2008), Butterworth-Heinemann
  15. Erickson, Gary M, "Image Variables in Multiattribute Product Evaluations: Country-of-origin effects", Journal of Consumer Research, 11, pp.694~699 (1984)
  16. Fan, Ying, "Branding the Nation: what is being branded", Journal of Vacation Marketing, 12(1), pp.5~14 (2006)
  17. Florek, Magdalena, "Export Flagships in Branding Small Developing Countries: the cases of Costa Rica and Moldova", Place Branding and Public Diplomacy, 3(1), pp.53~72 (2007)
  18. Gertner, David, "How Can a Place Correct a Negative Image", Place Branding, 1(1), pp.50~57 (2004)
  19. Gladwin, Thomas N, "Shifting Paradigms for Sustainable Development: implications for management theory and research", The Academy of Management Review, 20(4), pp.874~907 (1995)
  20. Han, Chung M, "Testing the Role of Country Image in Consumer Choice Behavior", European Journal of Marketing, 24(6), pp.24~40 (1990)
  21. Han, Chung M, "Country-of-origin Effects for Uni-national and Binational Products", Journal of International Business Studies, 19(2), pp.235~255 (1988)
  22. Jaffe, Eugene D, "National Image & Competitive Advantage" (2006), Copenhagen Business School Press
  23. Konecnik, Maja, "Evaluating Slovenia’s Image as a Tourism Destination: self-analysis process toward building a destination brand", Journal of Brand Management, 11(4), pp.307~316 (2004)
  24. Kotler, Philip, "Country as Brand, Product, and Beyond: a place marketing and brand management perspective", Journal of Brand Management, 9(4), pp.249~261 (2002)
  25. Kotler, Philip, "Marketing Places: attracting investment, industry and tourism to cities, states, and nations" (1993), Maxwell Macmillan
  26. KOTRA, "2002 sangbangi, ulinala suchul julyeog pummog-ui haeoesijang donghyang bunseog-10 dae juyo suchul sijang-eul jungsim-eulo (The First Half of 2002, Foreign Market Analysis of Korean Primary Export Products - emphasis on 10 Primary Export Markets)", KOTRA Planning Research 02-20, ~ (2002)
  27. Lampert, Shlomo I, "A Dynamic Approach to Country of Origin Effect", European Journal of Marketing, 32(1), pp.61~78 (1998)
  28. Lee, Kyung Mi, "Nation Branding and Sustainable Competitiveness of Nations", 박사, pp.2009
  29. Leonard, Mark, "Diplomacy by other means", Foreign Policy, 132, pp.48~56 (2002)
  30. Loo, Theresa, "Branding China: the ultimate challenge in reputation management", Corporate Reputation Revi, 9(3), pp.198~210 (2006)
  31. Melissen, Jan, "Opinion pieces ‘How has place branding developed during the year that place branding has been in publication", Place Branding, 2(1), pp.6~17 (2006)
  32. MOFE, "Reforming Key Economic Institutions in Indonesia: Lessons from Korea’s Development Experiences" (2006), Knowledge Sharing Project
  33. MOFE, "Industrial Development and Export Promotion Policy for Uzebekistan", Knowledge Sharing Project, ~ (2005)
  34. Nagashima, Akira, "A Comparison of Japanese and U.S. Attitudes toward Foreign Products", Journal of Marketing, 34, pp.68~74 (1970)
  35. Noya, Javier, "The Symbolic Power of Nations", Place Branding, 2(1), pp.53~67 (2006)
  36. Pant, Dipak R, "A Place Brand Strategy for the Republic of Armenia: ‘quality of context’ and ‘sustainability’ as competitive advantage", Place Branding, 1(3), pp.273~282 (2005)
  37. Papadopoulos, Nicolas, "Place Branding: evolution, meaning and implications", Place Branding, 1(1), pp.36~49 (2004)
  38. Papadopoulos, Nicolas, "Country Equity and Country Branding:problems and prospects", Journal of Brand Management, 9(4), pp.294~314 (2002)
  39. Papadopoulos, Nicolas, "What Product and Country Images are and are Not, in Product-Country Images Impact and Role in International Marketing", pp.3~38 (1993), Haworth Press
  40. Parameswaran, Ravi, "Facets of Country of Origin Image: an empirical assessment", Journal of Advertising, 23(1), pp.43~56 (1994)
  41. Pasquier, Martial, "The Image of Switzerland: between cliches and realities, in Nation Branding: concepts, issues, practice", pp.79~84 (2008), Butterworth-Heinemann
  42. Perry, Robert L, "Comparative Analysis of Nations:quantitative approaches" (2002), HarperCollins
  43. Pryor, Susie, "Creating Meaning on Main Street: towards a model of place branding", Place Branding and Public Diplomacy, 3(4), pp.291~304 (2007)
  44. Quelch, John, "Positioning the Nation-state", Place B, 1(3), pp.229~237 (2005)
  45. Ozretic-Dosen, Durdana, "Assessments of Country of Origin and Brand Cues in Evaluating a Croatian, Western and Eastern European Food Product", Journal of Management Research, 60(2), pp.130~136 (2007)
  46. Roth, Martin S, "Matching Product Category and Country Image Perceptions: a framework for managing country-of-origin effects", Journal of International Business Studies, 23(3), pp.477~497 (1992)
  47. Schooler, Robert D, "Product Bias in the Central American Common Market", Journal of Marketing Research, 2, pp.394~397 (1965)
  48. Shocker, Allan D, "Challenges and Opportunities Facing Brand Management", Journal of Marketing Research, 31, pp.149~158 (1994)
  49. UNCTAD, "World Investment Report 2005: transnational corporations and the internationalization of R&D" (2005), UNCTAD
  50. UNCTAD, "World Investment Report 2002: transnational corporations and export competitiveness" (2002), UNCTAD
  51. Van Ham, Peter, "Opinion Pieces Where is Place Branding Heading", Place Branding, 1(1), pp.12~35 (2004)
  52. Vietor, Richard H. K, "How Countries Compete: strategy, structure, and government in the global economy" (2007), Harvard Business School Press
  53. Wang, Jian, "Localising Public Diplomacy: the role of sub-national actors in nation branding", Place Branding, 2(1), pp.32~42 (2006)
  54. Wolf, Charles, "Public Diplomacy: how to think about and improve it" (2004), RAND

관련 논문AI추천

이 간행물의 다른 논문 (4건)